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Patients are one of the critical stakeholders in the healthcare marketplace and thus play an important part in a new cardiovascular product's market entry. Patients learn about new cardiovascular products from a number of sources, but the principal source of new product information is the manufacturer. Two important ways that biopharma organizations deliver cardiovascular new product information to patients are education programs and direct-to-consumer marketing.

Best Practices, LLC conducted this research to explore different avenues for informing patients about new cardiovascular products, including education programs and DTC marketing. Biopharmaceutical leaders can use this research to determine effective approaches to educating patients about new cardiovascular products.

KEY TOPICS

Patient advocacy and education

Preparing market constituents

Direct to consumer marketing: When and why

New technologies for informing patients

SAMPLE METRICS

Effectiveness of various forms of patient education, program support, and grants/sponsorships during the Phase III to Launch period

Importance rating of educating and winning support from different market constituents in order to enter market, win share, and grow market

Percentage of companies employing DTC campaigns in their most recent launch

Factors that contribute to using DTC campaigns after launch

Factors that contribute to not using DTC campaigns after launch

Most effective new technologies for educating patients when bringing a new product into a crowded market

DTC Ads Can be a Valuable Tool: DTC ads are favored as a tool to reach large numbers of patients, encouraging patients to engage with their doctors on disease state information and new products. Organizations considering DTC ads – especially television spots – should consider sending out an alert to relevant physicians about the DTC campaign. That way doctors can be prepared when their patients show up with questions.

METHODOLOGY

The research employed a data gathering approach that gleaned quantitative data from 44 executives and managers from 38 leading companies in pharmaceutical, biotechnology and medical device industries. In addition, six executives participated in in-depth interviews.

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.